Bada-Bing: WPP Teams With Microsoft To Research How Search Builds Brands

MediaPost Publications, June 24, 2009 — WPP Group this morning unveiled plans for a research initiative with Microsoft to benchmark the "dynamics between search engine marketing and brand building." The effort, which is being spearheaded by WPP's Wunderman unit, will utilize proprietary research from Y&R's Brand Asset Valuator studies, as well as Wunderman's ZAAZ analytics and planning system.

"Marketers are spending billions on search engine marketing, primarily as a direct response mechanism," David Sable, vice chairman-COO of Wunderman, stated, adding, "We think it's time to better understand how search builds brands differently than traditional media.

Study: Cutting Spending Hurts Brands Long Term†

Following Boom/Bust Cycle Flirts With Danger

Advertising Age, April 6, 2009 — Household and personal care might once have seemed recession-resistant, but last year U.S.-based personal-care marketers actually cut ad spending faster than the general market. That could be potentially damaging for their brands, according to one study that shows that marketers that cut spending during a downturn lost share to private labels — share they didn't regain.

Bruised AmEx Returns to Roots†

Wall Street Journal, March 2, 2009 — American Express Co., after outclassing its rivals for the past 50 years, is looking uncomfortably like just another credit-card company.

AmEx is reeling from late payments and defaults by customers it aggressively wooed before the U.S. economy tumbled into recession. Its sterling reputation for customer service is under attack from longtime clients. Even cardholders with plenty of money are putting away their plastic, pushing shares of the New York company to a 12-year low.

How Apple, Others Have Cultivated Religious Followings†

Nine Components That Powerfully Engaging Brands Share With Religion

Advertising Age, December 8, 2008 — Having spent years talking with brand fans — from obsessed Harley-Davidson riders to devoted Guinness drinkers to young Hello Kitty admirers (one of whom owns more than 12,000 pieces of Hello Kitty merchandise) — I've been struck by the power brands have over their followers. But can the apparent parallels between brands and religion possibly hold up? Have some brands actually managed to create their own religions by, coincidentally or deliberately, adopting triggers and tactics from the world of religion?

Hot Food, and Air, at Bus Stops

New York Times, December 2, 2008 — CRITICS claim that advertising is just a lot of hot air. For the next month, at certain bus stops, they will have a point. In the latest example of a trend that is becoming increasingly popular on Madison Avenue, heated air will descend from the roofs of 10 bus shelters in Chicago, courtesy of the Stove Top brand of stuffing sold by Kraft Foods.

Why 'Idol' Works for Coke -- but Not for Ford†

Neuromarketing Study Suggests Carmaker Made a $26M Mistake by Failing to Establish a Purpose for Its Presence

Advertising Age, November 17, 2008 — Season after season, three brands — Coca-Cola, Ford and AT&T (formerly Cingular) — have been the proud sponsors of "American Idol," the biggest TV success in history. The reported $26 million-a-pop sponsorships are arguably some of the most valuable in North America, which explains why the sponsors have been just as loyal as the audience. But when Simon Cowell sips out of his Coca-Cola cup, Randy Jackson comments on the latest Ford and Paula Abdul encourages everyone to cast a vote using AT&T, does it work? Quantitative and qualitative statistics say it does, but does a couch shaped like a Coke bottle really make people consume more cola? We were able to find the answer in only one way: by understanding what really goes on in our subconscious.

ANA: Most Senior Marketers Don't Grasp Brand Value

Marketing Daily, October 29, 2008 — Now that The Brand Bubble (about which we wrote Oct. 13) has spelled out that most brands--and therefore their companies--are greatly overvalued by the financial markets, we find out that those on the inside do not have a clear idea of what their brands are worth, either.

An Old Buzzword Is Back: Bargains

New York Times, October 24, 2008 — As the year began, consumers started to see a trickle of advertisements that played up brand value rather than attributes like status or prestige. As the economy worsened in the spring and summer, the trickle became a torrent.

Now, as the crisis in finance continues, a veritable tidal wave of ads devoted to saving money is washing over the country.

Marketing textbooks suggest, however, that a focus in the short term on pinching pennies could in the long run have a deleterious effect on the images of brands or products by cheapening them.

Why Our Automakers are Eating the Competitors Dust

Prophet, October 1, 2008 — The U.S. aut omotive industry presents yet another cautionary tale of how myopic thinking can decimate, if not destroy, brand equity and financial performance, leaving an iconic sector of American business choking in competitors’ dust.

Nike's 'Just Do It' Slogan Turns 20†

Epic 'Courage' Campaign Aims to Recharge Inspirational Message

Advertising Age, July 17, 2008 — Nike's "Just Do It" theme is 20 years old, and the marketer is planning a push of Olympian proportions to commemorate its anniversary.

The company is planning an epic global campaign titled "Courage," with 60- and 30-second spots to begin airing in the U.S. on Aug. 8, the day of the Olympic Summer Games' opening ceremonies, while a micro-site, nike.com/courage, goes live today.